Advertising that smells like the man you want your advertising to smell like
Okay, this really isn't Brand Identity Theft… It's brand acknowledgement or Brand Parody… But it's totally putting hooks into the cape of a marketing icon. The Old Spice Guy.
Let me explain. No, wait, there's too much. Let me sum up.
Old Spice guy became a Social Media phenomenon because he was sexy, surreal, and surreally sexy. He fit so well with out attention deficit world that we couldn't help but pay attention.
Then came Puss In Boots and we have a major motion picture brand parodying a deodorant.
Which is… well, hilarious. I mean, Dreamworks, the folks who brought us ET (well, before it was Dreamworks)… Dreamworks, the company that pretty much defines entertainment in so many subtle, and obviously not so subtle, ways. Dreamworks ripped off the Old Spice Guy.
I kind of expected it from The Sun promoting their Page 3 Girl (which, if you don't know about British tabloids, we're seeing a lot less of her than you do in the paper). As for Sesame Street… Well, Grover is already one of the most fascinating monsters on TV.
All I can say is that man must have an awful lot of sex appeal to carry a spin off of a series of spin offs and a tacky tabloid.
The advertising just smells like the man you want your advertising to smell like.